Draft:Lars Wingefors

Swedish entrepreneur and businessman, founder of Embracer Group

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Lars Wingefors
Born	(1977-04-02) April 2, 1977 (age 48) Gothenburg, Sweden
Nationality	Swedish
Occupation(s)	Entrepreneur and businessman
Known for	Founder of Embracer Group
Awards	2017 – Värmlander of the Year 2020 – Export Prize of the Government of Sweden

Lars Eric Olof Wingefors, born 2 April 1977 in Gothenburg^[1], is a Swedish entrepreneur and businessman, primarily active in the video games industry.

Biography

Wingefors was born in Gothenburg but grew up on his family’s farm in Östra Ämtervik, Sunne Municipality^[1], Värmland. At the age of 13^[2] he started his first company, buying and selling Fantomen (The Phantom) comic books. His interest in trading later led him into video games, and already during high school his company had a turnover of several million kronor. He is best known as the founder of the video game publisher Nordic Games, which later changed its name to THQ Nordic^[3] and is today called Embracer Group^[4].

Wingefors describes himself as a man with a flair for business, a cautious attitude toward borrowing, and an appreciation for resilient people^[5]. He is also a passionate collector^[6] and over the years has built extensive collections in several areas. His companies are gathered under the private investment firm Lars Wingefors AB, based in Karlstad, Värmland^[7]. He was also one of the “dragons”^[8] in the third season of the TV show Draknästet (the Swedish version of Dragons’ Den), broadcast in 2014 on the Swedish channel TV8.

In 2021 he initiated the Embracer Group Archive, aimed at preserving video game history through a comprehensive collection of games. The goal is to gather and preserve every game ever produced, and eventually open the archive to the public^[9]. In December 2024 Wingefors founded the airline Sola Air^[10] to improve accessibility to and from Karlstad. The company plans to launch scheduled flights in March 2025 with routes to Copenhagen Kastrup and Stockholm Arlanda. In February 2025 Asmodee, Embracer Group’s board game division, was spun off into a separate publicly listed company^[11], where Wingefors serves as chairman of the board^[12].

On 1 August 2025 Wingefors stepped down as CEO of Embracer Group and was succeeded by Phil Rogers^[13].

Awards

• 2017 - Värmlander of the Year^[14]
• 2020 - Government of Sweden’s Export Prize for cultural and creative industries^[15]

References

1. Almgren, Jan (2021-03-17). "Mångmiljardären: "Man måste ha kravlat i dyn"". Svenska Dagbladet (in Swedish). ISSN 1101-2412. Retrieved 2025-08-18.
2. 362. Lars Wingefors - Raggaren som blev miljardär, Original | Framgångspodden. 2020-03-18. Retrieved 2025-08-18 – via shows.acast.com.
3. Mellwing, Daniel. "Han är superentreprenören från Karlstad". Entreprenör (in Swedish). Archived from the original on 2019-05-01. Retrieved 2025-08-18.
4. "THQ Nordic becomes Embracer Group to clarify group structure and strategy". Embracer Group. Retrieved 2025-08-18.
5. AB, Breaking Media. "Spelkungen: "Jag tror jag skämdes lite för min bakgrund"". www.breakit.se (in Swedish). Retrieved 2025-08-18.
6. AB, Breaking Media. "Spelkungen: "Jag tror jag skämdes lite för min bakgrund"". www.breakit.se (in Swedish). Retrieved 2025-08-18.
7. "Private investment company". wingefors.se. Retrieved 2025-08-18.
8. Nilsson, Thomas (2013-10-26). "Superentreprenör ny drake i tv". NWT (in Swedish). Retrieved 2025-08-18.
9. "Embracer vill samla alla världens spel i ett gigantiskt arkiv". FZ.se (in Swedish). 2021-06-01. Retrieved 2025-08-18.
10. "Gaming Entrepreneur Starts Airline in Värmland | Sweden Herald". swedenherald.com. Retrieved 2025-08-18.
11. "Asmodee is traded on the stock exchange". Spielwarenmesse. Retrieved 2025-08-18.
12. GamesMarkt, Marcel Kleffmann. "Thomas Kœgler Is the New CEO of Asmodee". www.gamesmarket.global (in German). Retrieved 2025-08-18.
13. "Lars Wingefors proposed to be elected as Executive Chair of the Board of Embracer – Phil Rogers appointed new CEO". Embracer Group. Retrieved 2025-08-18.
14. "NWT". NWT (in Swedish). 2017-11-11. Retrieved 2025-08-18.
15. Nyheter, S. V. T. (2021-10-14). "Lars Wingefors från Karlstad får exportpris". SVT Nyheter (in Swedish). Retrieved 2025-08-18.

Category:Swedish businesspeople Category:Living people Category:1977 births Category:Men